Lauki hatao, Panchayat S3 date jaano
Background
Panchayat is Amazon Prime Video’s comedy-drama series following the life of an engineering grad, Abhishek, who takes a job as a secretary in a rural Uttar Pradesh village panchayat after failing to find better opportunities. This series was a hit and fans eagerly awaited a third season as the previous one left the viewers on a cliffhanger.
Challenge & Objective
It had been over two years since the previous season of Panchayat had released so
our mission was clear – activate the fandom once again and everyone’s favourite character, lauki!
Insight
After the success of Season 2, Phulera’s lauki became famous and synonymous with the show.
Creative Solution
From Phulera to fan feeds, lauki had found a special place in the Panchayat fandom. So, what better way than announcing the release date for season 3 through it?
Strategy & Execution
The release date announcement was gamified by strategically placing lauki hoardings across the audience’s social media feeds. To uncover the hidden date, fans were asked to visit a microsite and interact with the Lauki hoardings. 1 lauki removed = 1 step closer to date reveal. Celebrities and influencers received laukis with the release date inscribed and they encouraged their followers to participate in the announcement activity, further amplifying the excitement.
Impact (Result)
In just 48 hours, Panchayat fans moved 1.5 million laukis, and the date was finally revealed, garnering 1.1M views and 103K engagement.
And that’s how we revealed the date in a not so low-key way!